According to new research from Bain & Company, "insurgent brands" -- those brands with $25 million in sales or more and growing at least ten times their category rate in the past five years -- will continue their torrid growth rate and capture market share. Between 2012 to 2016, such brands had less than 2 percent market share across 45 categories but grew by 25 percent. From 2014 to 2018, their share of growth increased to 30 percent.
This puts increasing pressure on larger mainstream brands to be more creative and nimble. On the positive side, the growth of insurgent brands suggest there is room for brand growth in general. But Bain thinks these brands need to focus on four specific things to succeed:
- Rediscover the consumer.
- Rethink brand portfolio strategy.
- Build repeatable M&A capabilities.
- Create nimble ways of working.
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